Discover Europe and North Africa is the showcase for the Main Beach programme. It is the bread and butter of TUI's package holiday business.
I partnered with the TUI customer insights team to explore which customer segments used the brochure for holiday planning. When we asked our customers what they wanted - here is what they said:
'Give us the inspiration to kick start our big adventure to a great destination.' and 'Don't overwhelm us with endless pages of look-alike hotels. Give us a best-in-class sampling of what is available.'
Prioritise those who consider brochure an essential tool to holiday planning focusing on top of the funnel activity.
Significantly increase destination content and support hotel layouts with more visuals and skimmable copy.
Reduce long introductions to brand products and remove content unconnected to a specific place
Every page should demonstrate clear customer benefits with clear signposting and next steps.
Working with a small team of 2 designers and a product copywriter, I used my UX design techniques to apply our customer insight. We worked together to identify our customer segments and build a content strategy to reflect their needs.
We supercharged our Destinations guide, packing them with the glossy pictures our customer crave along with expert insight and easy to digest info stats. From beach lovers to explorers there is something for everyone. Destination content has increased by a wapping 400%.
Decluttered Hotel Details Pages by editing out long copy blocks and replaced with easy to digest details.
Created more space for bigger and better pictures featuring facilities and rooms available for upgrade.
Reduced featured hotel units by 200% working towards the goal of best-in-class hotel showcase.
